Luke Seddon created questionnaires and conducted focus groups to obtain audience feedback on his music video. He received feedback from 28 people total. The questionnaires provided quantitative and qualitative data that helped determine the type of music video to create. Most respondents preferred a concept-driven video over performance or narrative. The focus groups helped identify shots that worked well and areas needing improvement. Overall, the audience feedback helped shape creative decisions for the music video, digipak, and magazine advertisement to better appeal to the target demographic.

1. Q3.
WHAT HAVE YOU
LEARNT FROM YOUR
AUDIENCE
FEEDBACK?
BY LUKE SEDDON

2. QUESTIONNAIRE'S
AND FOCUS GROUPS
In order to fully evaluate my work, I used focus groups and
questionnaires. I believe that the most beneficial to me were the
questionnaires, this is because it meant that we could get lots of data
quickly and easily, as well as being able to ask specific questions for
our target audience. Across the entire production of my music video, I
managed to obtain feedback from 28 different people. This was
across both the questionnaires and the focus groups. The main focus
group we conducted was in November, and it was on our first drafted
music video.

3. PRE-PRODUCTION AUDIENCE
RESEARCH
I created a pre-production survey using the online
software “Survey monkey”. I was able to ask my
target audience to retrieve both quantitive and
qualitive data for both types of feedback.

4. PRE-PRODUCTION AUDIENCE
RESEARCH
I then sent this survey monkey link to the social networking
site Facebook:

5. Luke Seddon’s Music video Pre-production Survey
This is the five questions I used in the survey; it identifies the way in which
the music video should be performed, possible locations, and other thoughts
on other music videos (likes/dislikes) etc.

6. PRE-PRODUCTION AUDIENCE
RESEARCH
Considering I surveyed a large number of people, you could
argue that my results are very much reliable (but in reflection
not necessarily valid). This is due to the fact, they are
unrepresentative of the general population (of which would
have given me a more integrated feedback) as they were all
roughly my age, many of which are similar to me and enjoy
the pop-indie genre of music videos therefor are my target
audience. As music videos are most popular with teenagers
they could be considered as a “knowledgeable target
audience”.
Although, as we had already chosen my song (pop/rock) is
specifically set out to ask friends and family that I knew
enjoyed pop music to gain their thoughtful feedback.

7. PRE-PRODUCTION AUDIENCE
RESEARCH
25
20
15
10
5
0
Concept Narrative Performance
56%
16% 28%
This was the results from
the survey of the
question, “what type of
music video should be
capture”? I have
displayed it in bar chart
to make the results more
visually straightforward
as it is easy to
distinguish.
Qualitive Results
This confirmed my choice to capture a predominantly
concept video, while still having possible performance
aspects for the video.

8. PRE-PRODUCTION AUDIENCE
RESEARCH
Do you think the artists and the storyline should have come
together as one in the music video?
53%
34%
13%
The music video “Californication” by the Red Hot Chili Peppers
originally inspired me to create a concept driven performance
video. However, my audience feedback informed me that they
should not be combined for a majority of the music video,
instead they should converge for a little.

9. PRE-PRODUCTION AUDIENCE
RESEARCH
I was able to learn from other music video’s achievements to
be able to see what my audience enjoy watching. My friends
also told me about some of their favorite indie music videos
and why they work.
As well as learning from
other music videos
achievements I have also
learnt from their mistakes
to know what not to do.
For example, I learnt that
the music video must
remain intriguing and
meaningful.

10. PRE-PRODUCTION AUDIENCE
RESEARCH
Even though the highest rated location was not the
church I felt I was incredibly lucky to be able to use
a Church.

11. PRE-PRODUCTION AUDIENCE
RESEARCH
Finally from the audience feedback I was given additional
thoughts and mentions in order to help aid my target
audiences desires for the music video.
On the other hand I did gain feedback from a wider range of
ages when carrying out unstructured interviews. Usually the
older the interviewee the more thoughtful and structured
answer was given. For example, they really stressed the
importance of the meaning of the music video.

12. PRE-PRODUCTION AUDIENCE
RESEARCH
How my audience feedback affected my Digipak
As my audience feedback states:
the narrative of a song is vital
therefor I carried this out and put a
shot of the narrative (Indya) on the
Digipak. However I have also
challenged their suggestions by
having her in a unique pose- laid
on the grass.

13. PRE-PRODUCTION AUDIENCE
RESEARCH
How my audience feedback affected my Digipak
In addition, my audience
feedback also suggested I make
my music video relevant to the
song, interesting, and ensure the
camera angles are engaging.
Finally, as my audience feedback
did not come to a conclusive
decision whether any form of
actual punk rock activity in the
digipak, because we wanted to
keep this “up beat” product
image across our brand.

14. PRE-PRODUCTION AUDIENCE
RESEARCH
How my audience feedback affected my magazine advert
When gaining pre-production feedback I
was told twice to ensure my music video
was in the style of our star- Pop/indie.
As I wanted all three of my products to
share the same style I had to apply
these suggestions to not only my music
video but my two ancillary texts- one of
which is my magazine advert. I therefor
included the same style of texts, fonts
and images (synergetic) while
attempting to make intriguing and no
monotonous.
I was also recommended to look at professional music videos and
learn from them so I applied this practice when researching
magazine adverts and learning from their pro’s and con’s when
designing them.

15. PRE-PRODUCTION AUDIENCE
RESEARCH
I created my post-production survey using the software “pages” where
I was able to include tables. As well as place images (such as a
screenshot) anywhere on the page- even in the middle of the writing.
I wanted to receive mainly
qualitative data hopefully
including thought out
feedback of my music video
after viewing. I then printed
roughly 20 copies of this
questionnaire.

16. PRE-PRODUCTION AUDIENCE
RESEARCH

17. THOUGHTS FROM
FOCUS GROUP
The people that we asked liked the performance shots of our star, they
thought that she was convincing and she also looked voyeuristic. We
wanted Indya to appear natural- this is as it contradicted with the punk
era and showed the differences between them. They also liked the
balloon shot that we used towards the end of our music video.
However, one person picked up on the fact that you could see the
extras throwing the balloons within the background. Hence, I then
decided that we needed to reshoot this shot at our next days filming at
Emily’s Grandma’s house. Our focus group also liked the range of
colours that we used within our filming, it had happy connotations. This
was also a feature that I wanted in our video- it made our star stand out
from the extras and it created synergy across the music video. It would
then mean that we could use the same orange colour within our
promotional package.

18. FURTHER..
Finally, they also all agreed that they liked the football scene within our
music video, I believe that this was mainly due to the use of found
footage, it gave the impression that we were actually there and it created
the idea of memories and nostalgia, this added to the post modern
elements and intertextuality of our music video.

19. NEGATIVE FEEDBACK
The negative feedback was the obvious lack of shots which came with the
deletion of our footage, this meant that we had lots of gaps within our music
video that we needed to fill. I believe we were missing around a minutes
worth of footage. Hence we had to do four more shoots in order to recover
what we had lost before as we couldn’t get all the people back on set at
one time. One other form of negative feedback was that we received was
the use of the extras within the background of the balloon shot, As I noticed
it, I felt that it made the music video look unprofessional. Hence, I decided
that we needed to reshoot this shot, we chose to use a close up shot on the
second shoot in order to resolve this idea.

20. DID WE MEET OUR TARGET
AUDIENCE
For this we also received a
positive response, everyone
thought that it adhered to our
target market due to the age
of the extras and the colours
that we used.
One other reading we had was that it
could reach an older audience, due to
the use of found footage and the idea of
them reminiscing about the genre. Do
you think we met our target audience of
13-17 year olds?

21. WHO ANSWERED OUR
QUESTIONNAIRES?
Audience
32%
68%
In general, we asked
predominantly more
females , this is the reason
of our target market being
more female dominated,
therefor we felt that we
should ask more of their
opinions.

22. WHAT AGE WERE THEY?
0-14 15 16 17 18 19 20+
5
10
15
20
Within our questionnaires, we mainly interviewed 16 and 17 year
olds as they are people we go to college with. Although, they are
still part of our target market so their answers matter within our
music video.

23. SOCIAL MEDIA
FEEDBACK
The first decision we had to make was
based of our gained feedback on was our
logo, we had come up with two different
logos on Photoshop, they were for
“Mystique Records” and “DNA Records”.
Both designs were completely different,
and we couldn’t decide which we preferred
so we took to Facebook for an answer. We
used Emily’s social media as she had a
bigger female audience. The majority
response was for “Mystique Records”.

24. DO YOU LIKE THE LOCATIONS
USED IN THE MUSIC VIDEO?
Reviewing our feedback, we gained all
positive responses, everyone liked the
feedback and they felt that it suited Indya
style. However, we did have one response
that they weren’t sure on the low angle
shot of the boats- we used the boats in
order to replicate the sense of journey and
the idea of Indya finding herself or in a way
escaping from society. Upon reflection I
feel that we could have made this idea
more obvious so our audience were more
certain on the idea. Did you like the
locations used?